COMPETITIVE AND INNOVATIVE PROMOTIONAL TOOLS USED BY TOOTHPASTE COMPANIES FOR RURAL MARKET & ITS IMPACT ON CONSUMER BUYING BEHAVIOUR IN GUJARAT
Keywords:
Consumers Behavior, Promotional Tools, Rural Consumers, FMCG SectorAbstract
India is one of the largest emerging markets, with a population of over one billion. Out of which 68.84 % are living in rural areas (Census 2011). Level of urbanization increased from 27.81% in 2001 Census to 31.16% in 2011 Census. Rural India is on the threshold of momentous change. Rural India will be a market worth USD 500-600 billion by 2020, according to McKinsey report. Rural consumption levels are also anticipated to equal current urban levels by 2017. The economy is vibrant, incomes are rising; and the habits, preferences and attitudes are changing rapidly. To be successful in the rural market, companies will have to be innovative and sensitive while devising marketing strategies. Traditional urban marketing strategies will have to be localized as per the demands of the rural market. The current paper attempts to discuss the promotional tools which are used by major toothpaste companies for improving their brand visibility, goodwill and sales in the rural markets of India. It also analyzes the drastic changes in consumer behavior due to the promotional strategies adopted by key marketers.
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